STARBUCKS SIGNATURE AISLE

In 2013, Starbucks launched the Signature Aisle program with the aim of bringing the cafe experience to its CPG business in grocery stores. Now in 1,500 stores, the aisles comprise of the premium hardware and materials found in Starbucks’ retail locations as well as a variety of point of sale (POS) kit that change every two months, with each seasonal flip.

The creative challenge my team faces with each flip is to develop materials that ladder up to an overarching concept while being able to stand on their own.

With each seasonal kit, our team is tasked with concepting layouts (the sketches seen at left), working with copywriters to develop a narrative thread that ties each element to the greater strategy, and finally, direct the photography that brings the entire program to life.